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They advertised soft drinks on fruit and underwear on sidewalks. They employed Ed Koch to bring Snapple to the American heartland. They even used Imelda Marcos to sell Kenneth Cole shoes. Advertising innovators Jon Bond and Richard Kirshenbaum have come up with…

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Marketing is under immense pressure to perform: required to submit reports to management, judged by the sales department based on whether it helps sales, scrutinized by financial controlling regarding how efficiently it uses budgets, and last but not least, under…

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There has recently been dramatic growth in the medium of radio. However, advertisers and agencies too often still use radio for its basic tactical abilities, leaving the emotional power of the medium untapped. This book is a practical guide to understanding and…

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Das Preismanagement besitzt eine herausragende Stellung im Marketing und in der Unternehmensführung. Nicht nur ist es das einzige Marketinginstrument, das Erlöse generiert, es besitzt auch die größte, schnellste und direkteste Hebelwirkung auf die Profitabilität…

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" Logos and No Gos ought to be mandatory reference material for all managers of branded products and services. It is a concise, easy read, jammed with crucial information on how to survive and thrive in the I.P. Jungle. It shows how to add brand value and how to…

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Using Secondary Data in Marketing Research discusses thoroughly the use of secondary data in marketing research. It explains the underlying reasons why secondary data are less expensive than primary data, the technology associated with secondary data, how to…
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$139.90

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The enormous sums paid for the release of hostages coupled with law enforcement¿s inability to stem the tide has made kidnapping for ransom a worldwide plague. The increasing rate of reported incidents from every corner of the globe suggests this plague is…

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This book provides a clear practical introduction to shareholder value analysis for the marketing professional.  It gives them the tools to develop the marketing strategies that will create the most value for business.  For top management and CFOs the…
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$81.74 online

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An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the…

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With more than 60,000 copies sold, this amazing manual has become a classic in its field--and rightfully so. Nowhere else will you find--in one book--so much valuable information on achieving success in the mail order business. Dr. Bill Cohen has drawn on his…

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MaryLee Sachs explores the relationship and increasing blur between the marketing discipline and the public relations profession. How do the two mix? What is their role in a world where the growth of digital and social media has contributed to an increasing lack…